Extending beyond the billboard to show the extended range of eir Wide-Fi
eir needed outdoor advertising that did more than tell people about WiFi 7. They wanted to show it. The brief was to communicate the extended range of eir Wide-Fi in a way that people could physically see and understand from the street. A standard poster was never going to cut it.
What we built
This Ranelagh 240-sheet special build took a creative approach that extended beyond the standard billboard boundaries, physically conveying the extended range of eir Wide-Fi. We brought the concept to life with 45 giant custom-made 3D neon illuminated letters that pushed beyond the conventional billboard frame.
The letters spelled out the message while visually demonstrating what eir WiFi 7 delivers: coverage that reaches beyond boundaries. By breaking out of the billboard format, the installation made an abstract product benefit into something tangible and visible from the street. The illuminated neon gave the piece real presence after dark, doubling its impact across day and night.
Why illuminated outdoor advertising works
Most outdoor advertising disappears after dark. An illuminated special build does the opposite. It comes alive at night, standing out against the surrounding streetscape in a way that flat, backlit posters simply cannot match. The eir neon letters gave this installation round-the-clock visibility, effectively turning one outdoor advertising site into two campaigns: a bold daytime presence and a glowing nighttime landmark.
The creative by TBWA was designed specifically to work in three dimensions. The concept of “widening your WiFi” only makes sense when you can see it breaking out of the frame. That connection between the message and the physical execution is what separates a special build from a standard outdoor advertising campaign.
The XL Media approach
Neon special builds bring a specific set of challenges. Each of the 45 letters needed individual electrical connections, waterproofing, and structural mounting that could handle Dublin weather while maintaining consistent illumination. We engineered the full installation in-house, from initial structural assessment through to the final wiring and sign-off.
– 45 custom-fabricated 3D neon illuminated letters
– Structural engineering for extended elements beyond the billboard frame
– Full electrical installation with weatherproofing
– 240-sheet poster production and installation
– Day and night testing to ensure consistent illumination
– Installed and maintained by the XL Media team